Practical advice to save through price matching

SAVVY customers are becoming much more cost conscious and using price matching to get a cheaper deal.

Price matching allows customers to demand a retailer offer the same price for the item if they see it at a rival store – whether it’s online or at a bricks-and-mortar retailer.

Harvey Norman’s chief operating officer, John SlackSmith, said the increased prevalence in smartphone use meant customers were doing quick searches online while in store, and requesting a price match on the spot.

“You’ll often see people in the shop talking to an employee while also on their phone, looking at another business, showing they can get the item elsewhere for cheaper, and can they match it,” he said.

“Customers have never been more informed about prices they are looking at; they will have researched price across three or four retailers.

“We are seeing that driving more customers back into traditional retail sources because they are going to chat with people to ask questions, or sometimes they just want to touch and feel the items.”

Mr Slack-Smith said customers usually requested price matching on items including televisions, audio, whitegoods and computers.

Some large retail stores, including Officeworks, also offer customers the ability to price match and get a further 5 per cent off the item if it meets specific criteria.

But, be warned: Bricks-andmortar retailers price matching against online stores often factor in the postal charges, if they apply, when giving a discounted price.

Appliances Online’s head of customer support and content,

‘You’ll often see people in the shop talking to an employee while also on their phone, looking at another business’ Harvey Norman’s John Slack-Smith

Harry Boileau, said prices were constantly “fluctuating”, so it was critical customers hunted around for the best price close to when they were ready to buy.

“It’s good to keep an eye out to find the best prices you can, but you should also keep in mind what is included in the price,” he said.

“It’s important to read the finer details of price matching from all retailers, as most do not include delivery, installation and usually don’t apply after the purchase has been made.”

Some retailers also allow customers who have made a purchase and find the items cheaper up to seven days later to get the difference refunded.